Cathay Pacific’s Brand Refresh 2014

This week Cathay Pacific has unveiled their rebranding, or I suppose brand refresh would be a more accurate term. They’re calling it “the next chapter,” and they’ve set up a website dedicated to the brand refresh. Here’s how they describe it:

Our airline has been built on an absolute dedication to customers, service, quality and safety. As we continue on our journey, we are now unveiling a new design philosophy that will help us shape an even better experience for our customers.

The fruit of an 18-month preparation effort, this new philosophy will guide the design of new websites, lounges, cabins, in-flight service, entertainment products and much more – all with greater consistency, beauty and efficiency. Beyond this, it also clearly defines who we are and what inspires us to help passengers travel well.

Our next chapter begins here.

This is one of the more subtle brand refreshes I’ve seen. I guess they’re also trying to claim that the refresh is symbolic, and that their new design philosophy will help them “shape an even better experience for [their] customers.” Not sure I follow that logic, but I love them to begin with, so…

Take a look at their old logo below, and what they’ll be updating it to:

Six in one hand, half a dozen in the other. I liked the old logo, and I like the new one as well. I’ll never quite understand why airlines spend millions of dollars on such subtle changes, but then again I’m no branding expert.

Cathay Pacific has also slightly updated the color coding and branding for each class of service, as you can see here:

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About luckyBen Schlappig (aka Lucky) is a travel consultant, blogger, and avid points collector.
He travels about 400,000 miles a year, primarily using miles and points to fund his first class experiences.
He chronicles his adventures, along with industry news, here at One Mile At A Time.

I’d say the change isn’t going to impact significantly on CX’s VI, since the current one already reflects some of simplistic approach in visual arts so it’s not really a big leap into the new one. Just wondering how the new livery is going to look like, though.

Like the new font alot more than the old one. Still like the old logo but new one is cool too. Looks alot better on the tags. Not sure what the old tags looked like but those new ones are nice. Looking forward to getting a sexy purple one in March. Or is it Aubergine or something like that?

Nice clean take on the classic logo and word mark. Now pleas, please clean up the awful mishmash on the fleet itself, that horrid green under the cockpit, and again on the tail. The two/three tone job on the fuselage just doesn’t cut it for such a class act as CX. Select a single tone and clean up the body and tail!

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